Jesse Viner, M.D., had an idea for an innovative psychiatric program tailored to the unique needs of emerging adults, ages 18-29. Located on Chicago’s North Shore, Viner’s outpatient and residential programs would provide emerging adults with “real-time” care—a model that translates to patients receiving treatment while continuing to work, attend school, interact with family and participate in their community.
In addition to creating the name, identity and brand strategy for his new program, Viner engaged Health Brand Group to develop the supporting business model and service strategy. To begin, we completed a comprehensive due diligence process, including interviews with leading clinicians across the United States.
Inspired by a tale of courage and heart to find the strength within (Dorothy’s journey in The Wonderful Wizard of Oz), we recommended the name Yellowbrick. The brand platform and promise—”Find Your Way Home”—serves as a call to action for Yellowbrick’s patients.
The brand strategy was infused with the themes of courage, wisdom, heart, home, magic, journey and interconnectedness, representing the path that emerging adults would take in their quest to find “home.” To launch the new brand, we developed a comprehensive marketing plan and a series of communications tools, including a vision and capabilities system, direct mail, print advertising and an identity system.
- Competitive & Industry Analysis
- Vision Crystallization
- Business Model Innovation
- Service Design / Product Development
- Brand Strategy Development
- Naming & Brand Architecture
- Graphic Identity & Brand Design
- Voice, Messaging & Story Creation
- Internal & External Brand Launch
- Direct Mail & Advertising Campaigns
It was immediately evident to me HBG’s distinctive differences in philosophy, depth of experience and knowledge in the healthcare sector, and their capacity to assess and respond to the relative strengths and weaknesses of our organization.